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- [Colin] We have a saying 
in neuroscience sometimes:

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don't ask the person,
ask the brain

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because the brain activity
maybe something that's less

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than fully conscious.

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♪ [music] ♪

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My research is about behavioral 
economics and neuroeconomics.

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And behavioral economics is using 
ideas from psychology

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and other social sciences
to make economics

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a little bit more lifelike 
and fit human behavior.

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The neuroeconomics part 
is that we actually try to see